Adobe brand in trade show display
Adobe logo

Companies routinely include their logos and brand names in their trade show exhibit graphics. It makes sense. Logos and company names increase brand awareness and reinforce brand identity.

Adobe wallpaper custom trade show display

But confining brand identity to predictable graphic elements is a missed opportunity. Add impact and brand recognition by utilizing your logo or other brand imagery in unusual or unexpected ways.

Adobe embedded a backlit version of its iconic "A" logo-mark into its trade show exhibit wall at National Association of Broadcasters (NAB) 2016. But even more impressive, is the clever way it used the same logomark to create a custom wall paper for the backwall of its trade show booth.

Clif Bar trade show exhibit hanging sign

 

Clif Bars

At Natural Products Expo (NPE) 2016, Clif Bar pulled the climber off its iconic packaging and dangled him from its hanging sign. This usage of a familiar brand element amplified Clif Bar's image as the go-to snack bar for active outdoor enthusiasts.

Logomark ceiling trade show booth

 

Lexmark

Lexmark created an over-sized tension fabric version of its logomark that it used as a canopy and ceiling structure nested inside the header of its trade show exhibit at NAB 2016. This treatment both reinforced the brand and increased the intimacy of the exhibit by creating a sort of open room within the space.

logomark integrated into exhibit design

 

lex

Sapphire seized on the graphic inverted V that serves as an A in its logo as an illuminated accent to the three triangular columns that towered above its exhibit at NAB 2016. Besides being visually compelling, the Sapphire-purple LEDs created a visual connection to the company's logo.

Lily of the Desert trade show design

And in case you were wondering, no, visualizing your brand doesn't always have to be about your brand logo. Some companies focus instead on brand attributes. Lily of the Desert highlighted its product display at NPE 2016 with a cluster of oversized aloe vera leaves that visually emphasized the source of its natural products. Located in the middle of the exhibit, this organically-shaped form served as a centerpiece that drew people in and doubled as a product display structure. So next time, after you display your logo on the wall—look for other creative, "off the wall," ways to re-envision your name, logomark or brand icons as part of your trade show exhibit design. Or, if you've already mastered this, please share. We'd love to see what you've done.